Privacy Watch

Andrew Brandt, PCWorld.com

Sure, your favorite Web site might post a privacy policy, but that doesn't do you any good unless you actually read it. Remember, privacy policies can also say, "we plan to sell every last bit of information about you." Here are a few things to look for as you're slogging through the legalese:

What's collected. Many sites detail exactly what information they collect, but it's not always obvious how it affects you. You can always assume that sites that require registration also archive all the information you enter in a registration form.

If a site uses cookies to track you as you move through its pages, those cookies could tell the company exactly what you're reading, how long you stay on a page, where you came from before visiting their site, where you went afterward, and other statistics. If a site's privacy policy admits that the company sells data collected through cookies, user registration, and other kinds of tracking like Web bugs, make sure it also says that the company uses the data in the aggregate, which means marketers don't ever get data about you personally.

Business relationships. If a site you use frequently is a division of a larger company, it's safe to assume the two divisions share data. Sometimes two or more otherwise unrelated companies make business deals to share some or all of the information users give when they register. Again, it's important to note whether they share data in the aggregate or if they transmit personally identifiable information about you, such as your user name or e-mail address.

Sites may also sell your e-mail address to spammers. Sometimes you can check (or uncheck) a box indicating you don't want to receive offers from partner companies. Or you could use a free e-mail address that you don't use for anything else just to register at Web sites.

Security of stored data. If a shopping site lets you keep a credit card number on file, it's not enough to have the information encrypted as it travels from your computer to theirs. Electronic-commerce companies also need procedures in place to protect sensitive financial data stored on the servers. If you shop online, look at how the online retailers you deal with protect your stored information. If they don't mention it, e-mail the Webmaster to find out. If you don't get a satisfactory response, take your business elsewhere.

Andrew Brandt is a senior associate editor for PCWorld.com.